Synopses & Reviews
In order to satisfy the heightened demands of todays more powerful consumer, corporations from Wal-Mart to GE are undergoing an evolutionary transformation in the way they do business--from their operations and strategies to their relationships with customers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow.
Good for Business outlines four key elements that will serve as the cornerstones of the most successful businesses of the future:
Purpose Beyond Profit
• Humanized Leadership
• Corporate Consciousness
• Collaborative Partnerships
Today, brands matter a lot, and what companies we do business with also matters. In Good For Business, the authors show not only why building an authentic corporate brand is critical to success, but how to do it in a way that creates more loyal customers, develops a devoted workforce, and makes a social difference in the world at large.
Review
“In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust.”--Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart
“With their ‘Four Cornerstones of the Conscious Corporation framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice.”--Justin B. Smith, President, The Atlantic
“Good for Business is an excellent guide that shows how transparency and engagement can positively impact a companys reputation. Readers can immediately employ the lessons revealed in the book.”--Steve Fludder, Vice President, ecomagination, GE
“Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and “humanized” view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!”--Dan Esty, Yale University and author of Green to Gold
“Discussion centers on replacing vision statements with useful statements of direction…The authors provide practical steps to implement these ideas and include real-world examples…Recommended.”--Choice
Review
“In the emerging world of extreme transparency, customers and employees will trust companies that are truly making a difference in their lives. Being good will trump looking good. This book clearly outlines winning brand values and the behaviors that lead to that most precious bond: trust.”--Stephen Quinn, Executive Vice President and Chief Marketing Officer, Wal-Mart
“With their ‘Four Cornerstones of the Conscious Corporation framework, the authors have laid out a clear and compelling vision of a new, more effective way of doing business. Corporate leaders who hope to own the future will heed their advice.”--Justin B. Smith, President, The Atlantic
“Good for Business is an excellent guide that shows how transparency and engagement can positively impact a companys reputation. Readers can immediately employ the lessons revealed in the book.”--Steve Fludder, Vice President, ecomagination, GE
“Good for Business blazes a trail for corporate executives who want to succeed in the new economy. The authors offer a big-picture vision about the need for a more holistic and “humanized” view of the corporation, and they provide specific suggestions on how to adapt to a world of empowered consumers, heightened transparency, and changed requirements for leaders. A must read for everyone in the C-suite and all who aspire to get there!”--Dan Esty, Yale University and author of Green to Gold
“Discussion centers on replacing vision statements with useful statements of direction…The authors provide practical steps to implement these ideas and include real-world examples…Recommended.”--Choice
Synopsis
In order to secure consumers patronage, corporations from Home Depot to GE are undergoing an evolutionary transformation in the nature of their operations, strategies, and relationships with consumers and communities. In this timely book, two top branding experts team up with a highly regarded specialist in corporate culture and a leading global search consultant to illustrate just how the most dynamic and promising companies of today are charting a new path for the corporate brand of tomorrow. They show how four key elements will serve as the cornerstones of the most successful businesses of the future:
*Purpose Beyond Profit
*Humanized Leadership
*Corporate Consciousness
*Collaborative Partnerships
Going forward, corporate culture and social responsibility will sit at the center of brand strategy.
About the Author
Andrew Benett is Global CEO of marketing communications agency Arnold Worldwide and Global Chief Strategy Officer of Havas Worldwide. In 2009, Andrew was named to
Crains New York Businesss “40 Under 40.”
Cavas Gobhai, former CEO of Synectics, is a leading business consultant specializing in strategy and innovation for senior management teams. Over thirty-plus years, he has worked with more than one hundred leading U.S. and international organizations, including Kraft, Coca-Cola, and Bayer.
Ann OReilly is content director of Euro RSCG Worldwides Knowledge Exchange. She is co-author of The Future of Men (Palgrave 2005) and Buzz (2003).
Greg Welch is global leader for the Consumer Goods & Services Practice at executive search firm Spencer Stuart. He is co-founder of the M50 marketing group and creator of Spencer Stuarts annual CMO Summit and Marketing Officer Practice.
Table of Contents
Part I: The Consumer and the Company of the Future * Rethinking the Role of the Corporation * Welcome to the Consumer Republic * Four Cornerstones of the Corporate Brand of the Future * Part II: Reinventing Corporate Culture * The Conscious Corporate Brand and the Rewards of Reputation * What It Takes to Be a Leader of Tomorrow * Creating a Culture to Engage the Talent of Tomorrow * Creating Effective Brand Messengers in a Second-Opinion Society * Part III: Accelerating the Momentum of the Corporate Brand * Vision, Shmision—Getting Real with a Useful Statement of Direction * Living the USOD: Embedding and Sustaining It * Maximizing Tomorrows Brand Value by Living Clear Values Today